The purpose of the present study is to conduct a literature survey on marketing strategies which ... more The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.
Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tour... more Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury tourism destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.
İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında s... more İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında sunduğu fırsatlar araştırmacıların ve profesyonellerin yoğun ilgisini çekmektedir. Bu araştırma içerisinde reklamlar arasında en hızlı büyüyen kategorilerden olan mobil reklamlara olan tutumun ve tutumu oluşturan faktörlerin iki farklı mobil reklam yöntemi olan SMS reklamları ve mobil uygulama reklamları için ölçümlenerek belirlenmesi amaçlanmıştır. Ayrıca birer aracı olarak cinsiyetin ve kategori tecrübesinin tutum ve tutumu etkileyen faktörler arasındaki ilişkiler üzerinde anlamlı bir etkisinin olup olmadığı incelenmiştir. Araştırmanın uygulanmasında yoklama yöntemlerinden anket seçilmiştir ve literatürde kabul görmüş ölçekler yardımıyla oluşturulan soru formunun sahada uygulanması sonucunda kullanılabilir 489 ankete ulaşılmıştır. Analiz aşamasında en küçük kareler yapısal eşiklik modellemesi tercih edilmiştir. Yapılan analizler sonucunda literatürde tutumun öncülleri olarak kabul edile...
The global economic value created by the healthcare tourism is increasing and expected to increas... more The global economic value created by the healthcare tourism is increasing and expected to increase further in the following years. International patients and tourists get healthcare services in more than 30 countries around the globe. In line with the growth of the market, the number of alternatives and the competition among countries and institutions are increasing day by day. How potential healthcare tourists evaluate and choose an international institution is of utmost importance to the policy makers and stakeholders of international healthcare institutions. This study is aimed to offer a holistic model that incorporates the important dimensions of this choice process by assessing the growth drivers and the alternative models proposed in previous studies.
This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchas... more This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in line with related theories and applied research in this field. This study aims to test this potential difference in conspicuous goods purchase intention among sexes using a 2x2 experimental design. The experiment incorporates male / female and experiment / control groups, which differ on the mind-set that the subjects are put into. A total of 215 subjects that belong to Y-generation were included in the study and mating motives were induced to the experiment group. It has been seen that the conspicuous consumption intention differs between males and females when they are in a mating mind-set. Conversely, no differences were observed between males and females in a normal mind-set. Encouraging a mating mind-set in men increased their consumption intention on conspicuous luxury goods, which leads us to the conclusion that men prefer conspicuous consumption as a signaling tool when they are in a mating mind-set.
The purpose of the present study is to conduct a literature survey on marketing strategies which ... more The purpose of the present study is to conduct a literature survey on marketing strategies which should be effective for healthcare industry in Turkey. Moreover, which marketing strategies would be appropriate for Turkey is discussed. In this context, a SWOT Analysis is conducted and some suggestions are proposed for policy makers and managers.
Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tour... more Luxury consumption has an increasing trend despite the recent global economic crisis. Luxury tourism and luxury hospitality are among the leading categories that drive luxury consumption. The definition of luxury as well the luxury tourism destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.
İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında s... more İnsanların neredeyse günün her saati yanlarında taşıdıkları mobil cihazların pazarlama alanında sunduğu fırsatlar araştırmacıların ve profesyonellerin yoğun ilgisini çekmektedir. Bu araştırma içerisinde reklamlar arasında en hızlı büyüyen kategorilerden olan mobil reklamlara olan tutumun ve tutumu oluşturan faktörlerin iki farklı mobil reklam yöntemi olan SMS reklamları ve mobil uygulama reklamları için ölçümlenerek belirlenmesi amaçlanmıştır. Ayrıca birer aracı olarak cinsiyetin ve kategori tecrübesinin tutum ve tutumu etkileyen faktörler arasındaki ilişkiler üzerinde anlamlı bir etkisinin olup olmadığı incelenmiştir. Araştırmanın uygulanmasında yoklama yöntemlerinden anket seçilmiştir ve literatürde kabul görmüş ölçekler yardımıyla oluşturulan soru formunun sahada uygulanması sonucunda kullanılabilir 489 ankete ulaşılmıştır. Analiz aşamasında en küçük kareler yapısal eşiklik modellemesi tercih edilmiştir. Yapılan analizler sonucunda literatürde tutumun öncülleri olarak kabul edile...
The global economic value created by the healthcare tourism is increasing and expected to increas... more The global economic value created by the healthcare tourism is increasing and expected to increase further in the following years. International patients and tourists get healthcare services in more than 30 countries around the globe. In line with the growth of the market, the number of alternatives and the competition among countries and institutions are increasing day by day. How potential healthcare tourists evaluate and choose an international institution is of utmost importance to the policy makers and stakeholders of international healthcare institutions. This study is aimed to offer a holistic model that incorporates the important dimensions of this choice process by assessing the growth drivers and the alternative models proposed in previous studies.
This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchas... more This study adopts a social motive point of view in analyzing the conspicuous luxury goods purchase motives. Using luxury goods as a signaling mechanism deemed as a popular way of showing off to the opposite sex among younger generations. However this behavior is expected to differ among sexes in line with related theories and applied research in this field. This study aims to test this potential difference in conspicuous goods purchase intention among sexes using a 2x2 experimental design. The experiment incorporates male / female and experiment / control groups, which differ on the mind-set that the subjects are put into. A total of 215 subjects that belong to Y-generation were included in the study and mating motives were induced to the experiment group. It has been seen that the conspicuous consumption intention differs between males and females when they are in a mating mind-set. Conversely, no differences were observed between males and females in a normal mind-set. Encouraging a mating mind-set in men increased their consumption intention on conspicuous luxury goods, which leads us to the conclusion that men prefer conspicuous consumption as a signaling tool when they are in a mating mind-set.
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destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to
be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.
destinations is not a constant and may vary from an individual to another. The destination to be travelled is one of the important criteria determining luxury perceptions. In this study, consumers’ luxury destination perceptions are sought to
be determined in order to set a foundation to further develop upon in luxury destination studies that are in scarce supply in Turkey. This study area offers Turkey, which targets to achieve higher levels of tourism revenues in the next decade an important opportunity to realize this goal. The conspicuous luxury destinations and non‐conspicuous destinations are determined by a two‐stage survey study. The three conspicuous destinations appeared as Bodrum, Antalya and Çeşme as the outcome of the analysis carried out.